Maybe it’s the bragging rights that come with our purchase, like choosing a brand with a good reputation, or one that makes us feel like insiders.

If you’re in a competitive industry, you might find that many brands compete on these Nice To Haves – talking about the great social life you’ll have in your new car, or the free extras they’ll throw in with your purchase.

The problem is, a collection of Nice To Haves can’t substitute for a deficiency in the Must Haves.

That sounds obvious, but this is what keeps sinking social enterprises. They trade on their stories, their impact and their goodwill – but these are often Nice To Haves built on top of a mediocre core product/service. Like a Swiss Army Knife - lots of strengths, none of them as good as a specialised competitor.

These groups attract ambassadors, wonderful people who love the cause.

They’ll do what they can, but there’s only so many washing machines and haircuts one person can buy.

Then comes the struggle - bringing on the next waves of customers. These are people whose wallets are connected to their head, not their heart.

They like the story, but can’t justify choosing a second-rate option.

You’ll earn people’s appreciation, not their business.

Maybe you’re selling to a large company, thanks to an internal champion who puts in a good word.

What happens when that champion leaves?

Will their replacement share the same passion?

Or will they look at the decision analytically, and choose the cheaper/superior option?

This is not an abstract thought.

Over the last few years, I’ve seen so many lovely entrepreneurs shut up shop because of their inability to compete, even though they were creating immense social change.

·Cafes who employed marginalised people, but made 7/10 coffee.

·Cleaning companies who employ marginalised groups, but don’t do a good job of the cleaning.

·Tech companies that can save the industry millions of dollars, but use software that’s hard to navigate.

·Research teams who do great work, but looked down their noses at Cash Cows.

·Ethical clothing companies that sell unremarkable basics for 3x more than their competitors.

All of them did well in bringing on their first round of customers, all of them told great stories.

It’s upsetting that they no longer exist, but the market voted with their wallets.

Looking at the social enterprises that win awards, you’ll see that they all deliver a strong core offer.

·STREAT make great coffee. The story is an incredible bonus.

·Thank You make cheap bottled water and delicious muesli bars. The branding and impact make the deal even more appealing.

·ASRC Catering make good food. The impact for their employees adds a certain joy to what they serve.

If they drop the ball on their core offering, customers will politely and unconsciously begin to look elsewhere.

Customers have too many choices. There are too many alternatives – including the option of doing nothing. Blame the internet, blame Zomato or Amazon or the NDIS – but it won’t change the facts. Choice empowers customers to pick the best option – and if you want to be the best, you have to beat the best.